Iceland is running a competition where it will hide five black cards in stores across the UK, where winners will receive a ‘year’s worth’ of frozen chicken.

Those that find the cards can claim £500-worth of frozen chicken products from a range of over 215 items.

The frozen food retailer said that the ‘Very Important Chick’ (VIC) cards are specifically aimed at mums.

Iceland has also given VIC cards to a number ‘celebrity mums’, including Love Island’s Olivia Bowen and Gogglebox star Mica Ven.

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Last month, Iceland launched a new selection of savings across its frozen meal range – including a 3 for £10 offer on frozen fish and a 3 for £10 on frozen meat.

Iceland said shoppers could also nominate people to win a card via Iceland’s Instagram, with a winner randomly selected on 23 May.

Iceland head of category Samuel Robbins-Wells told The Grocer: “Unlike other brands, our VIC card is created with mums in mind. We wanted to give back to the VICs who come to our stores for their weekly shop.

“As the home of many amazing partnerships and exclusives, all shoppers who visit us in-store and online can make the most of the value we offer and pick from our varied range of frozen products to find something the whole family can enjoy.”

Shoppers who find a hidden ‘VIC box’ in store must show it to an Iceland staff member to have the win verified.